The Poetry Pharmacy | A conversation with Founder Deborah Alma about why poetry still matters
When we first heard about The Poetry Pharmacy, we thought it was a kind of dream. A shopfront dispensing poetry for modern day ailments. It’s something from a children’s book, or a gorgeous idea of a place developed over excited conversations. But just last month, in the town of Bishop’s Castle in Shropshire, poet Deborah Alma (with her partner Dr James Sheard) opened the world’s first Poetry Pharmacy. And she readily admits its dream-like quality even as it now exists as a reality for her, and the people it serves. In the first months of opening, we were lucky to grab some time with Deborah to talk about why real-life places and poetry matter more than ever.
Claire: We’re enthralled by The Poetry Pharmacy, as I think are many people who are reaching out to you. Can you talk us through the space?
Deborah: We’ve converted a beautiful Victorian shop that had been closed for 13 years into an apothecary from which to dispense poems. It’s located in a small town on the wild west borders between England and Wales that’s full of writers and artists.
When people come into The Poetry Pharmacy, they’ll find books of poetry face up and filling the shelves. We’ve designed it so that people can browse by ailment — like ‘Matters of the Heart’, ‘Carpe Diem’, ‘Now I Become Myself’, ‘Be Alive Every Minute of Your Life’, and ‘Hope is the Thing with Feathers’ — and shop accordingly. We offer free one-on-one consultations on Friday afternoons, or people can make an appointment outside of that. We’re also happy for people to just come in and chat.
We also have a Dispensary Café which serves tisane, teas, coffee and cakes, as well as a shop that offers poems-in-pills for different needs such as a Bottle of Hope and Existential Angst Pills. Upstairs, we have The Distillery space from which we host book launches, workshops and other writing events.
We’ve kept the original architectural details like the old mahogany counter and till. We’ve allowed for as much natural light as possible (there are no neon lights). We’ve also painted the walls in muted paint colors.
There’s definitely something about the space that appeals to people in and of itself; a kind of therapy in not having technology everywhere. We’ve explicitly designed The Poetry Pharmacy for people to sit longer over coffee. There’s no pressure to move on and people are encouraged to talk to each other. It’s a place also for people to come to read and write.
Claire: Why in this moment when we’re rushing more and more of our everyday lives online and our High Streets are sadly struggling was opening a physical space important to you?
Deborah: I see the Ambulance as a physical space too; for years I operated as an ‘Emergency Poet’ from a converted vintage ambulance, prescribing poems to people at festivals, conferences, hospitals, libraries and schools around the country. But I felt like I was getting too old for all that travelling around, and it was often cold working outside in the UK. As the editor of four books and the writer of two of my own, I felt like enough people had heard of me, that if I set up a permanent location, they would already know what I was doing.
I do believe that people still want to touch something real. To be in a place that feels like it might last. The online world has a terrible power to cut connections with people in real places. The Poetry Pharmacy offers nothing like we can replicate when we are online. I also feel like if it’s there then it’s not hard for people to engage. People here are so delighted to find this place open; a place they can drift into and have a coffee and chat
I’m aware that it’s a gamble though. It’s an experiment, that comes with a certain degree of optimism and maybe even self-indulgence.
Claire: What need in the world do you think The Poetry Pharmacy responds to?
Deborah: We offer a therapy in slowness and a nostalgia for something lost: old fashioned service, friendliness, even listening.
People can come in feeling miserable and we give them a free ‘pill’ as well as the chance to talk about what they need. Then we prescribe a poem.
Claire: Why poetry? What’s the value that you see in it when applied to people’s lives?
Deborah: I realized a long time ago that most people are frightened of literature and poetry within that. And that the people who create or understand that art can be possessive. I used poetry in my work with people living with dementia. From that experience, I saw first-hand how you can change someone’s mood by taking them somewhere with a poem and that I could share the intimacy inherent in this form. This underpinned the Emergency Poet idea; I wanted to stop poetry from being intimidating and I wanted to show that it can literally be a vehicle for talking to people. That project effectively bypassed how poetry usually gets to people and how they then get to use it.
I’m aware that the Poetry Pharmacy idea is a bit mad. That putting poetry on the High Street is unusual. We keep hearing that poetry doesn’t sell, and this is a quiet town, but I’ve done it because I really do believe that poetry is a good thing. It’s beautiful. We’re putting it front and center instead of in the corner. Why not have piles of poetry books and say that has a value equivalent to other genres? With The Poetry Pharmacy we’re bringing poetry to the forefront and there’s an art in curating it — picking out the ones that speak to certain subjects, putting them with other things, and saying,“Take a look!”
Claire: And they are. People are enamored with this idea. Why do you think that’s happening?
Deborah: When I first started, it was a mad faith thing. People said, “you know why there is no other Poetry Pharmacy in the world? Because no one wants it.” But we’re finding differently; the idea of it even existing in the world seems to be a nice thing in the middle of all this darkness — BREXIT, Trump and just continuous bad news. It’s a piece of optimism and faith in something. It’s a positive thing, and light-hearted in lots of ways
It’s lovely that The Poetry Pharmacy exists in the world. It’s like a piece of fiction and reminds me of The Little Paris Bookshop by Nina George. In that novel Monsieur Perdu opens a floating bookstore on the Seine from which he prescribes books for a broken heart.
We’re only in week six and it’s been busier than I thought it would be. People get in touch across the world, we’ve had BBC News in here, the local Bishop’s Castle / Shropshire or West Midlands community is delighted, and people are seeking us out from outside of town and even from outside the UK.
We need all the elements though for it to work: the coffee shop to have a treat and a good coffee or tea that is nicely presented, like a ceremony; music that is welcoming and low-key, that makes people feel comfortable; a shop of desirable items, the consulting room and workshop space; and lots of events going on.
Claire: Would you place The Poetry Pharmacy within the world of mental wellbeing?
Deborah: I shy away from the word therapy, but I do say that it’s therapeutic. When I prescribe poetry to people, poems that I know and love, then people can make a poem their own; just reading it will take them to another place. What poetry is doing is taking you somewhere else in your head when you are busy. It’s telling you things that you may not be hearing from other people. It underlines something to yourself. Even imagining it, is a moment of benefiting from it.
At The Poetry Pharmacy we also include material for how to look after our lives in other ways beyond poetry. There’s a section ‘For days when the world is too much with us’, where we have Wordsworth next to psychotherapy and self-help books. We have another section that’s the ‘Best Medicine’ which includes gardening and nature — like counting butterflies, sitting in a patch of sunlight, and going for a walk.
Claire: When I think of The Poetry Pharmacy, I think of it as helping people with their anxieties, but I also think of it as supporting people in their loneliness. Is that fair?
Deborah: Yes, the poetry community has traditionally been good for the lonely as often people come to things on their own. People don’t have to be in a couple or with a friend to attend these events, like they might for say a dinner party or other social gatherings. It’s easy for people to come here on their own. Most of our events are on Sundays and quite a lot of people have said that Sundays are always difficult when they live on their own, but now they can come here for company. Rural isolation can also be a problem. This can be a place that people can come on their own and still feel comfortable.
Claire: Now we’ve established the life-affirming magic of the place, can we talk a little about the practical side? Like how you made it happen?
Deborah: We ran a successful Kickstarter campaign and I was amazed at the response. The crowdfunding raised money to pay for the build-out, including things like wiring the shopfront! We found that strangers turned up and said we love this idea and want to support it, because they don’t want closed-down shops on the High Street. We also received a small Arts Council grant.
We were very resourceful. As much as we could, we turned The Poetry Pharmacy into a project for both the local community and the literary/poetry one. We had many people volunteering their time and expertise.
Claire: What advice would you give to other creatives thinking of starting a bricks-and-mortar endeavor?
Deborah: It’s difficult, which I think is why so few people do it. But for me, it was huge just knowing that there’s a community of support behind me. I think it’s critical to have a few key people to support you in the first instance, and other people believing in you. The doubters are also quite useful because they test your resolve. Maybe they are right, and you don’t do it. But for me it was: ‘Bloody Hell, I’m going to prove you wrong matey.’ You’ll know in that fierce moment whether to do it or not.
Claire: How else has The Poetry Pharmacy impacted you? How does being front and center sit with the more private practice of writing poetry?
Deborah: Yes, there is that dilemma of reconciling this public project with the country mouse part of me. I do think (without overgeneralizing) that people who write who are novelists tend to be introverted, while poets tend to need to connect with other people more often. They work on a poem, then go out because they need to talk to people. For me, I crave being on my own and periods of time to write, and I’m aware that that’s not in balance at the moment. There are two sides of me; they don’t exist in the same place, but they do need to communicate, all the same. I hope that will settle down.
I do believe in The Poetry Pharmacy and it seems to be working in the way that I hoped. Also, for me too. Because I’m now so busy, I’m not online so much. What I wanted to do — and needed to do — was to have an open door and to welcome people in. To say: “Come in. Who are you?” To say. “ I’m interested in you. “
